The social media-inspired "Ice Bucket Challenge" to raise awareness and money to fight ALS, also known as Lou Gehrig's disease, has become a "transformational moment," ALS Association Development Officer Lance Slaughter told CNBC on Friday.
"Three weeks ago, half the population didn't know what ALS is," Slaughter said in a "Squawk Box" interview. "Now millions of people do, and that's generated hundreds of thousands of contributors to the cause."
And millions of dollars. The association said Friday it has received $9.5 million from July 29 to Aug. 15—that's nearly 500 percent more than the same period last year.
Every day there's news of another celebrity, politician or corporate CEO taking the challenge, which calls for people to dump a bucket of ice water over their heads or donate to charity and then challenge someone else (and make sure to post it on social media). Judging by the outpouring, people are taking the plunge and opening their wallets.